Delivering the keynote at the MediaPost Email Insider Summit, Evan C. Shumeyko, global director of CRM at OgilvyOne, said people's misperceptions become marketing opportunities. The opportunities include tying email to social. One reason: about 47% of adults tap social sites like Facebook. These are the majority of the people who use email. Most teens and young adults use Facebook as email.
Laurie Sullivan is a writer and editor for MediaPost.